هل انتهت مرحلة "الإنفاق المفتوح" في الرياضة السعودية؟

Saudi Arabia rethinks its lavish sports spending as waning public interest and weak returns signal a shift toward financial sustainability. | Contesto: cronaca

Punti chiave

• هل انتهت مرحلة "الإنفاق المفتوح" في الرياضة السعودية؟

Contesto

Saudi Arabia appears to be recalibrating its sports strategy after years of lavish spending aimed at attracting the world’s biggest events and star athletes, as declining public engagement and disappointing financial returns force a new emphasis on balancing ambition with profitability. The shift marks a significant departure from the kingdom’s recent approach, which saw it pour billions into football, boxing, golf, and other sports to burnish its global image and diversify its economy away from oil. High-profile signings, including Cristiano Ronaldo and Neymar, and mega-events like the LIV Golf series and the Saudi Grand Prix, were central to this strategy. However, sources indicate that the initial frenzy has given way to a more sober assessment of costs and benefits. Observers note that stadium attendance for major matches has fallen short of expectations, with many games drawing sparse crowds despite aggressive marketing and discounted tickets. Similarly, global broadcast audiences for some Saudi-hosted events have not met the lofty projections that originally justified the hefty price tags. This has led to growing concern among officials about the sustainability of a model that relies heavily on state-backed spending. The financial strain is compounded by the fact that many of the contracts signed with international stars are structured as long-term commitments with high salaries and bonuses. As the initial excitement fades, questions are being raised about the return on investment, particularly when compared to other sectors targeted under Vision 2030, such as tourism and technology. In response, Saudi sports authorities are reportedly reviewing future deals with a more rigorous cost-benefit analysis. There is a growing push to develop local talent and grassroots programs rather than relying solely on imported stars. This approach aims to build a more self-sustaining sports ecosystem that can generate revenue through domestic leagues, merchandise, and media rights, rather than depending on state subsidies. The recalibration also reflects broader economic pressures. While oil revenues remain strong, the government is keen to control spending and prioritize...

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Categoria: cronaca